In a study published in the Journal of Personality and Social Psychology, researchers found that people confronted with a large number of choices (like those offered at a typical big box retailer) suffered from a unique brand of exhaustion that made them score low in psychological testing.

Lead author Kathleen D. Vohs concluded that making choices depletes a precious resource within the human brain. With this in mind, consider the plight of the Porsche 911 buyer, who must choose from 23 different models of the same car.